Higher Education providers

MEDIA PACKEngage and convert today’s and tomorrow’s higher education students

That verified student data puts UCAS Media in the perfect position to support universities and colleges that want to reach students with their marketing recruitment messages. We’ve been helping clients reach the student audience for 12 years, supporting nine million students as they make decisions about their next steps.

Single or multi-channel campaigns deliver targeted, early access to students considering university or college, conversion messages for those who are still looking for their ideal destination, or recruitment activity to drive enrolments.

Our credentials are unparalleled.

> Our audience reach – unique to UCAS, our verified and qualified student data means your campaign will always be in front of exactly the right audience.

> Our high performing media channels – whether you need a single marketing message, or a multi-channel campaign, our team will recommend the right solution for you.

> Our unique insight – for added value, drive additional recruitment, understand the performance of your current strategy, or plan longer-term initiatives with our data services.

Your trusted media partner

For a partner that can cut through the noise, and help you reach the right students with your awareness and recruitment campaigns, speak to us. Trusted by students and their advisers, 700K applicants use UCAS every year to progress to higher education, starting their research journey months before.

You, at the heart of their journey

Researchucas.comBoost engagement with your brand – your advert integrated with UCAS’ trusted advice.

ActionTrackYour display advert in our application tracking system – they see your brand when it’s most relevant to them.

InfluenceEmail and SMSReaching unplaced applicants with an influencing communication to inspire their application.

From the moment students start their research, we have unprecedented insight into their preferences. Our ethos is built around the need for effective marketing, and to do that, we fit with the needs of the student – giving them the right information, through the right channels, at the right time.

ExploreSearch toolAn unprecedented opportunity to segment right down to an individual subject – connecting their preference and your offer.

Look out for the iconsIn this document, we’ve linked each of our products and services to the channels of communication explained opposite, so you always know they fit into the student journey.

Whatever your challenge, we can help pinpoint the audience, data, and channel you need for a successful campaign. Our verified and qualified student audiences allow you to precisely target your activity, and our experts are on hand to ensure we continue to optimise its performance.

UNIQUELY TARGETED CHANNELS, GIVING UNPRECEDENTED REACH IN STUDENTS’ REAL MOMENTS OF TRUTH

Extend your audience reach with students who have either applied to, or are considering, university.

Achieve earlier quality engagement with those who have been researching on ucas.com.

Reach those who are actively supporting students in their decision-making.

Verified data

Qualified data

Influencers

ucas.com

Search tool

Track

Paid media

Solus email campaigns

Student journey communicationsInfluencer newsletters

SMS

Student-facing direct mail

Adviser mailing

Events700k applicants 175k considering higher

education 1.2m current users

100m page views on ucas.com 14m users on ucas.com

6,000 advisers 30,000 parents of Year 12 and Year 13 students

CAMPAIGNS DRIVEN BY A UNIQUE AUDIENCE

PINPOINT ACCURACYKnowing where students are based, and the subjects they want to study, means you can focus your messaging on increasing your recruitment area, or engaging students in the regions you know deliver the results you need.

THE ABILITY TO REALLY FOCUS ON THIS LEVEL OF TARGETING, BASED ON REAL STUDENT PREFERENCES AND DECISIONS, ISN’T AVAILABLE ANYWHERE ELSE.

2017 application numbers by subject Comparison with 2016 figures

Accounting/finance 48,295 685

Agriculture and veterinary science 14,290 1,270

Architecture 28,960 1,000

Arts, crafts, and design 11,375 1,495

Biological sciences 162,465 645

Business and administrative studies 69,170 2,295

Computer sciences 92,955 2,180

Dance 7,525 250

Drama 46,265 2,330

Engineering 167,025 3,290

English 47,110 2,155

Reach students, by subject group, who have been searching for courses

Target students by their status: placed, unplaced, with offers, or deferred

Segment by predicted UCAS Tariff points

Geo-target by home location

Contact by preferred destination city or postcode

Target by university of choice

Focus by targeting students at specific school types

Align audience reach to your widening participation agenda

2017 application numbers by subject Comparison with 2016 figures

History 53,115 6,295

Languages 23,020 1,540

Law 139,720 5,795

Maths 46,885 1,600

Media 40,720 1,600

Medicine (including nursing) 256,765 52,855

Music 35,650 4,700

Psychology 115,850 1,805

Science 30,455 2,245

Social studies 32,155 370

Sport 67,710 3,365

Teaching 51,300 2,855

DIGITAL DISPLAY ON SITE

The gateway to higher education.

ucas.com

With over nine million monthly page views, ucas.com is the trusted source of impartial advice for students considering higher education, at either undergraduate or postgraduate-level.

Your recruitment messages will be seen alongside advice covering early research, starting at university, and continuing to postgraduate study.

> What you get – targeted display MPU adverts (300px x 250px). MPUs are purchased on a CPM basis across ucas.com, and targeted based on location, or level of study*. Display placements on ucas.com, and across content pages, are available.

> Why it works – it builds brand awareness, and ensures you engage students earlier than the competition with your course marketing messages, open day recruitment, or recruitment conversion.

*See page 4 for a breakdown of subject, region, and audience segmentation.

Digital display across our network can be bought either programmatically or directly from our team of experts.

30 million

impressions per month

80% in-view rate on desktop

The only official UK higher education course listings.

Our search tool

With 1.8m course searches every year, our search tool is the go-to, trusted destination for higher education and postgraduate course searches. On average, each student uses the search tool four times or more during their decision-making – so you need to ensure your course message is right alongside the results.

> What you get – display ads (160px x 600px, and 320px x 50px), purchased on a CPM basis, alongside student-driven search results, for either undergraduate or postgraduate courses, and targeted by 25 subject groups*.

> Why it works – for education providers wanting to boost applications for specific courses, this highly targeted activity allows pinpoint focus for your budget.

*See page 4 for a breakdown of subject and audience segmentation.

Digital display across our network can be bought either programmatically or directly from our team of experts.

19.5 million

page views per year

6 min average

dwell time

The single source of application decisions and updates.

Track

For the ultimate advert placement, ensure your message is in UCAS’ application system – the heart of application decision-making. Adverts are served to applicants based on their application status – for you, that means you reach students when they have decisions to make.

> What you get – display ads (300px x 250px MPUs), purchased on a CPM basis, can be geotargeted, and targeted by the subjects they have applied for*.

> Why it works – for universities and colleges wanting to convert students who are actively looking for a place at university or college, an advert in Track is the perfect in-the-moment placement.

*See page 4 for a breakdown of subject, region, and audience segmentation.

Digital display across our network can be bought either programmatically or directly from our team of experts.

116 million

page views per year

3.5 min average dwell time

DIGITAL DISPLAY OFF SITE

Engaged audiences Students spend

four hours on social media per day

Data-led search and social to engage the student audience.

Paid media

Underpinning the best marketing campaigns, you need high quality data. Our paid media service uses our unique student data, so your campaign only reaches students who fit your criteria. A campaign across any of the three key media – Google, Twitter, and Facebook – is more focused, and delivers better results.

> What you get – two flexible solutions, dependent on your needs.

– Our full service model is based on a fixed price cost per click (CPC), and includes the cost of the data, media inventory, optimisation, and reporting.

– An agency model to empower your agency with our audience data, so they can embed even greater accuracy into the service they deliver.

> Why it works – our audience data hold exactly the people you need to be reaching with your acquisition messages and are built around media channels that will deliver the best engagement.

Paid mediaFlexibility to suit your needs

We’ve developed a service offering focused on meeting clients’ needs. Whether you need us to deliver the whole campaign, or you have existing resource to manage it yourself, we’ll ensure the right data is driving it, so you get the results you need.

2.5% average click rate

Focus campaignTargeting a precise outcome to meet a course need, extend the reach of an email campaign, or impact a niche audience

Custom campaign For a multi-channel, multi-audience campaign that delivers ongoing results from open day promotion right through to application

One audience, one channel, one actionPrecision targeting connects your message, with the right audience, on the right channel, at the right time, to boost action.

Sprint conversion campaigns Your video / image on Facebook or Google Display over one to four weeks, driving engagement.

Three audiences, two channels, six actionsHeightened optimisation offers greater flexibility to adapt a campaign to meet your custom requirement.

Agile conversion campaigns Your varied creatives will reach broad audiences over two to eight weeks, to bolster brand and conversion.

w

w

w

w

First campaign 3,000 clicks

500 clicks 1,000 clicksAdditional campaign

Additional campaign

First campaign 1,000 clicks £5k £15k

£2.5k £5k*Excludes VAT. Additional campaigns must be booked on the same order as the first campaign to qualify.

TARGETED COMMUNICATIONS

Solus email campaigns

Your creative, sent directly to the audience you want to recruit.Email is a proven and effective way of engaging with our verified student audience. 79% of students like to be contacted through email, assuming the message is relevant. We understand the status of a student, and where they are in their journey with us, giving you an unparalleled level of insight to your campaign.

> What you get – we’ll work with you to define your objectives, and refine your target audience, so you get the perfect campaign to meet your needs. Granular-level audience reach, with multiple segmentation layers, including application status, subject, and location, purchased on a contact level basis – you only pay for what you use.

> Why it works – our insight ensures the right message reaches the right student, in the right moment. Students are actively engaging with UCAS, so aligning your campaign message to both their needs, and our brand, drives reach and impact for your email.

*See page 4 for a breakdown of subject, region, and audience segmentation.

2% average click rate

31% average

open rate

Trigger-based UCAS advice, with your messages directly aligned.

Student journey communications

For the ultimate alignment of message and student decision, ensure you are in our student journeys. Communications, all based on the stage a student has reached in their application, are triggered by changes in application status, or by a point in the cycle.

> What you get – either a placed advert in one of our student email newsletters, or a solus creative, sent immediately after a status change. The immediacy of these messages means increased relevancy, engagement, and conversion.

> Why it works – our communications journey reaches 175,000 students who are considering their next steps, and 600,000 who are actively applying to higher education. This audience relies on UCAS for information and advice, on topics that matter to them. Align your message to their journey with us, and ensure your messages are more relevant and timely.

*See page 4 for a breakdown of subject and audience segmentation.

10% average click rate

40% average

open rate

Our highly engaged audience, directly focused on your message.

Influencer newsletters

Students’ influencers are a key part of the decision-making process, with 95% of students telling us they ask their influencers for advice when choosing a course. At UCAS, our regular, monthly engagement with this important audience adds real value to the performance of a recruitment campaign.

> What you get – a placed advert in one of our monthly teacher and adviser* newsletters to 6,000 individuals, alongside UCAS’ information and advice.

> Why it works – teachers and advisers look out for communications from us, to support them in managing their students’ applications. So, for education providers wanting to increase attendance at open days, or attract applications for specific courses, this is an important way of reaching this critical audience. * Performance rates for parent and adviser newsletters combined.

40% average

open rate

7% average click rate

Our trusted brand, delivering a 100% open rate for you.

SMS

Students look at their smartphones an average of 85 times per day. An SMS, sent in advance of a UCAS event or open day, gets your marketing message into their hands fast. We have the mobile numbers of one million students in our database – with the right message, sent at the right time, you can achieve outstanding and immediate response rates.

> What you get – an SMS is only as effective as the data behind it. We can advise who to select, what you say, and how you say it in the 99 character message, along with the most appropriate time to send your communication. Sent from UCAS, it provides a cost-effective, highly accurate way of reaching individuals who directly meet your campaign criteria.

> Why it works – our audience trusts the UCAS brand, and are already engaged and waiting for messages from us, meaning that your campaign is far more likely to be effective.

*See page 4 for a breakdown of subject and audience segmentation.

3% average click rate 50%

of clicks occur within five minutes

Stand-out impact with both students and parents.

Student-facing direct mail

92% of 16 – 24 year olds open direct mail. With the right message, using our quality data, direct mail sent through us achieves great results. Creative freedom to ensure your message stands out, and reaches parents and guardians too, means you get double the audience, and unique to DM, a message retention period of almost three weeks.

> What you get – your creative, supplied to us and dispatched, using our unique data, through one of our trusted mailing houses. Charged at a flat service rate, our team will manage the process through production and delivery.

> Why it works – direct mail gives universities and colleges the opportunity to sell the brand experience. Whether a prospectus, or an invite to an option day, the creative execution of direct mail can make you stand out in a noisy recruitment market.

*See page 4 for a breakdown of subject, region, and audience segmentation.

27% of applications came

from students who received DM

17 days

average retention rate for direct mail

Your message, in UCAS’ operationally critical adviser mailing.

Adviser mailing

Whether promoting open days, or launching a new course or campus, it’s important those offering advice to students are aware of the experience you offer. Our biannual mailing, sent directly to those responsible for supporting students through the application process, allows you to ensure relevancy and timeliness.

> What you get – your A5 postcard creative is included in UCAS – branded posted mailings to advisers. Sent in September and April, to 6,000 UK-based advisers, your message sits alongside UCAS information that is critical for advisers managing applications. Charged at a flat service rate, our team will manage the process through production and delivery.

> Why it works – appearing alongside key operational content, this promotion will allow your message to both be seen, and shared, by this important influencer group.

6k advisers receive

the mailing

Aligned with operationally

critical messages

FACE-TO-FACE

Face-to-face engagement with next year’s applicants.

Events

UCAS exhibitions have been part of the education landscape for over 20 years. For students, they are the foundation on which research is started, and decisions are made. 92% of students found a university they’d consider applying to at one of our exhibitions. For you, they are an opportunity to meet students face-to-face at a critical time in their thinking. What better way to influence the choices they make?

> What you get – from exhibition stands, to pre-event, in-event, and post-event marketing opportunities, we have a solution to meet your objectives. UCAS exhibitions run from March to October each year, across the country. Purchasing stand space is just the beginning – building an onward connection gives you the opportunity to create an experience students will want to remember.

> Why it works – our audience trusts UCAS exhibitions as the source of higher education information. Students begin their research at our events, which are genuine snapshots of the options on offer – ensure you are there.

175k+ visitors attended

a UCAS exhibition in 2017 49

exhibitions across the UK

LOCATIONS INCLUDE LONDON, BIRMINGHAM, CARDIFF, EDINBURGH, SHEFFIELD, MANCHESTER, NEWCASTLE, AND MANY MORE.

Increase your impact at our exhibitions, then build your story with the students most likely to convert.

> Making a connection – Focus on driving that all-important footfall – enable face-to-face engagement, and the start of conversion. Get your organisation in front of people interested in booking the event you have chosen. Then ensure you are part of their thinking, as they plan their attendance at the event.

> Building a connection – Extend your student relationship to create a lasting impression beyond the event itself – greatly increasing your chance of later conversion.

EventsMarketing opportunities

Two packages are available for exhibitors wanting to create an experience for students to remember.

Making a connection Building a connection

Display advertising

Exhibition guide advert

Booking confirmation email and ticket

Exhibition listings

Floor listings

Pre-event

Event

Post-event

Solus email

360° video

Solus email

SMS

Scanning

U

Boost applications by subject Recruiting for a specific subject? Target the students most likely to convert, based on their course research.

Raise your profile –

1.8mcourse searches annually on our search tool

Better results for you –

51%higher email open rate than the UK national average

Focus recruitment –

4msubject-specific advert impressions served annually

Maximise open day engagement Planning a series of open days? Engage students early to boost attendance, and maximise conversions.

Early contact with

150kprospective students, up to a year before the application deadline

Raise your profile – a

31%average open rate for our email newsletter gets you results

Influencer focus Build your brand message with student influencers throughout the academic year.

A verified audience –

6,500UK advisers receive our mailings twice a year

Strengthen your message –

16,000parents receive our monthly newsletters

Influence the influencers –

59%of applicants ask their family for uni advice

Student journey Align your brand message with our student email journey, for maximum impact and relevancy

Better results for you –

36%click-through rate for first status change email

Raise your profile –

80%open rate for applicant emails

Early contact –

4hrsfrom status change to personalised message

INSPIRING SUCCESS WITH OUR PRODUCTS TO DELIVER A SOLUTION FOR YOUR BUSINESSTo further enhance your campaign, we have developed a number of solutions. These blend the optimum channel combination to help you meet your objectives – providing access to the right students, at the right time.

To find out more about any of these solutions, click the images below.

The appropriate use of student data is of the utmost importance to us. It enables us to continue supporting the student journey, and keep our admissions services accessible to all.

We’ve taken proactive steps in ensuring our readiness – protecting the interests of students, and facilitating your ability to engage with them.

> All current student cohorts (2018 applicants and earlier) have been advised of the need to keep their preferences up-to-date. We’ll continue doing this through our communications with them.

> Appropriate changes have been made to ensure our systems require a third party opt in for all future student cohorts. This means 2019 entry data will be fully compliant.

> All students, at any point, can opt out of receiving communications from either ourselves or third parties – putting them fully in control.

Everything we have put in place ensures our audiences are in control of what they receive, and they get the right information, at the right time.

GENERAL DATA PROTECTION REGULATION (GDPR)

Call 01242 544 881 or email ucasmedia@ucas.ac.uk

If you need a partner that can cut through the noise to reach the right students with your recruitment campaigns, speak to UCAS Media. Targeted, early access to students considering university or college, or those who are still looking for their ideal destination, months before anyone else, means we give your message the edge.

Trusted by students and their advisers, 700k applicants use UCAS every year to progress to higher education, and thousands more decide on an alternative route. That puts UCAS Media in the perfect position to support universities and colleges that want to reach students with their recruitment messages.

UCAS Media Limited is a wholly owned subsidiary of UCAS. By working with us, you’ll be directly supporting today’s and tomorrow’s students, because we gift aid our profits back to UCAS, the charity. This reduces the cost of admissions services for students and higher education providers alike.

To find out more about any of the media products in this guide, get in touch.

WHY UCAS MEDIA?